Did You Know?
64% of couples admit to being
“financially incompatible”
with their partners, with different ideas about
spending, saving, and investing money.
Ally
Client Challenge: Ally’s breadth of products is widely unrecognizable by even those who routinely use their services.
Work and play know what they want: an Ally to maximize fun and future.
Target Audience
When it comes to talking money, many people would rather avoid the conversation entirely. Such is not the case for our target audience. These household partners aged 45-54 years old - consisting primarily of those from Generation X - are consistently finding the balance between enjoying the now and later.
With their $500,000 - $999,000 of investable assets, this demographic lives a financially stable life. Within the target audience, we found a common split between the financial mindsets of each partner. One partner consistently focuses on the short-term financial goals, everyday splurging, and providing for an elevated now. The other partner ponders more on the long-term financial goals, choosing to focus on bettering the lives of future generations, preparing for retirement, and investing in security. The irony of these two personas working together to make financial decisions leads to the classification of our target audience: the Players & Preppers.
The Player focuses on short-term financial goals, everyday splurging, and providing for an elevated now
The Prepper ponders more on the long-term financial goals, choosing to focus on bettering the lives of future generations, preparing for retirement, and investing in security
45-54 years old
$500,000 - $999,000 of investable assets,
Common split between the financial mindsets of each partner
Communications & Media Strategy
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Partners will try out a 2-player claw machine, each controlling their own lever. Couples will have to work together to grab physical representations of important spending decisions such as investing in a college education or buying a new car. The goal is to encourage teamwork and discussion about long-term versus short-term spending decisions.
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Ally will record various couples trying out this claw machine and produce the content into a 1-2 minute video that will be posted to Ally’s social media pages showing highlights of the event. Social media is a key channel because it has built-in sharing capabilities that allow media consumption to be a shared experience.
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We will advertise these highlights on Ally’s social accounts to encourage partners to try out a virtual version of the claw machine for themselves on Conversationally. At the end of the virtual experience, couples will be invited to learn more about Ally’s services with a financial advisor chatbot.
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Streaming services offer a shared experience to viewers, positioning them to be a valued channel for our campaign. After we have reached our target market on social media, we will create 1-minute and 30-second ad spots for OTT services (Hulu, Amazon Prime Video, and Peacock). These executions will focus on how Ally specifically provides Players and Preppers with the mediation they need to address financial challenges together.
Group Project Members:
Tyler Cherrington
Summer Spendlove
Taylor Riley
Bailey Burden